Week 18 part 2 summary sheet questions

What is an agent in the context of marketing distribution channels?

• A person who buys products for resale

• An intermediary that brings together buyers and sellers

• A type of wholesaler

• A retailer who sells directly to the public

Which of the following is a factor affecting the choice of distribution channel?

• Political climate

• Product type

• Brand color

• Advertising frequency

Why might businesses prefer cheap, direct channels for distribution?

• Because it allows for better control over the product

• Because each intermediary will take a share of the profit

• Because it is more complex

• Because it targets a smaller segment of the market

Which businesses are more likely to use agents in overseas markets?

• Businesses selling luxury brands

• Mass market producers

• Businesses targeting smaller segments

• Producers of fast-moving consumer goods

What is one of the specific aims of promotion in marketing?

• To reduce the cost of the product

• To obtain and retain customers

• To decrease product awareness

• To limit the geographical reach of the product

Which type of businesses have benefited most from recent developments in distribution, such as online selling?

• Large businesses

• Small businesses

• Businesses without a physical product

• Only businesses selling luxury items

What is "above-the-line promotion" in marketing?

• A promotion that involves direct communication with customers

• A promotion that does not involve using the media

• Placing adverts using the media

• Any form of promotion that involves advertising

Which of the following is NOT an advantage of television as a media for above-the-line promotion?

• Huge audiences can be reached

• The use of products can be demonstrated

• Very expensive

• Creative adverts can have great impact

What is a disadvantage of using newspapers and magazines for advertising?

• National and local coverage

• Adverts can be linked to articles and features

• No movement or sound

• Scope for targeting with specialist magazines

Which of the following is an advantage of using the internet for above-the-line promotion?

• Limited audience

• Message may only be seen once

• Can be updated regularly

• Possible technical problems